It came mid-way through a shambolic few hours for Theresa May which culminated in an unprecedented U-turn shortly before midday.

Earlier, fear that part of the newly-unveiled social care plan would adopt the name “dementia tax” was laid bare when it transpired the Conservative party had paid for Google Ads in an effort counter online searches.

A Conservative Party panicking over their Dementia Tax has been reduced to buying ads on Google. It is now officially the Dementia Tax. pic.twitter.com/uWh87114Qt

Boris Johnson has called the move “responsible” and “brave” but acknowledged people’s concerns.

He told ITV’s Peston on Sunday show: “Whatever happens, people are going to be able to live in their own home. They will have that anxiety taken away and they will be able to pass on a minimum of £100,000 to their kids.

“I do understand people’s reservations and the questions people are asking about some of the detail of this, but the broad thrust is right, and as the PM has said there will be a consultation on getting it right.”

'Dementia Tax' a kind of Devon Loch moment for the Tories. Touches people's deepest fears about health, home and family.

But on the Victoria Derbyshire show this morning the Tories failed to send a spokesperson to debate the issue with Norman Lamb of the Lib Dems and Labour’s Catherine West.

Instead releasing a statement that said: “Our plan strengthens the social care system with more and sustainable funding to cope with these long-term pressures and ensure nobody has to sell their home to pay for their care.

“Not to act or just to play politics with the issue in irresponsible. Instead we have chosen to act in the national interest.”